Just months after reorganizing its brand marketing division, Puma has hired Nadia Kokni as its new vice president of global brand marketing.
Kokni replaces Richard Teyssier, who has decided to leave Puma to pursue other opportunities after 14 years with the company.
In her new role as Puma’s most senior global marketing leader, the company noted that Kokni will oversee brand marketing strategy, marketing creative direction, integrated marketing and communication globally. She now joins Puma’s global leadership team and reports to chief brand officer Maria Valdes.
“I’m delighted to join Puma at such an exciting moment for the brand, it has a powerful heritage and a clear opportunity to lead at the intersection of sports, culture and performance,” Kokni said in a statement. “I look forward to working with Maria and teams around the world to deliver bold, meaningful storytelling that inspires consumers and accelerates Puma’s next phase of growth.”
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Kokni joins Puma from Hugo Boss, where she most recently served as senior vice president of global marketing and communications, spearheading large-scale brand transformation and digital acceleration.
Prior to that, Kokni was global group marketing director at JD Sports for nearly two years. The executive also held the VP of global brand marketing role at Tommy Hilfiger, the global marketing director role at H&M Group’s Cheap Monday label, and the global communications director role for Adidas Originals.
“Nadia is a world-class marketing leader with a proven ability to build modern global brands through strategic clarity, creative excellence and cultural relevance,” Valdes said in a statement. “Her appointment comes at an important time for Puma as we bring product creation and storytelling even closer together. Nadia’s leadership will help us deliver sharper product narratives, stronger brand heat and deeper consumer connections globally.”
Kokni’s appointment follows Puma’s recent decision in October to put brand marketing, product, creative direction, innovation and go-to-market into a single global organization led by Valdes. Puma noted at the time of the move that the restructure was aimed at enabling “stronger and more consistent” storytelling for its products.
All of these moves come as the brand looks to refuel excitement across the business. In October, the company logged a third-quarter sales drop of 10.4 percent as its new CEO Arthur Hoeld also outlined his plans for the turnaround.
The German activewear firm cited a strategic “reset” as it navigates “several company-specific challenges, including muted brand momentum, elevated inventory levels across the trade and low quality of distribution.”
